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Will You Add? - How to Do PR Right!
Many people consider the nursing profession as one the noblest professions. Nurses derive tremendous satisfaction from the noble act of caring for and nursing people to good health. Nursing has also become quite a lucrative profession in this day and age. However, becoming a nurse can be quite expensive. The course itself is expensive and nurses also have to pass certifying exams before they get the necessary licenses or registrations that enable them to become full-fledged nurses.A vast majority of nurses enter the workforce after they complete their basic nursing qualification because of the huge expenses. However, they realize that there are tremendous growth opportunities for nurses with better qualifications. This is why many nurses turn to nursing continuing education. To put it simply, these advanced nursing education is an “earn while you learn” scheme. Nurses that sign-up for nursing con
When PR Makes Sense
So when should you use PR as part of your marketing mix?
1) When announcing the formation of a new company
2) New Product Announcement, assuming the product is “fully cooked”
3) Major new customer acquisitions (assuming it doesn’t need to be secret for some reason)
4) Senior Employees joining the company (new CEO, VP Marketing, etc)
5) New Partnership or Alliance
These are the major reasons that you would put out a press release for marketing reasons, although I’m sure you can think of more. Public companies will often have a greater flow of releases, because they are dealing with a dual purpose of m
The key value proposition of Patient Relationship Management (PRM, also known as CRM, for Customer Relationship Management outside of healthcare) is its ability to enhance financial performance of the clinic by helping retain current and attract new patients. PRM helps providing timely, patient centered, and efficient care, emphasizing preventive instead of reactive care. PRM is a data-driven and patient-focused methodology to strategic practice building and effective patient relationship development.PRM helps identifying new service needs and then designing care programs and processes for front office and billing functions to meet the needs. PRM system captures patient information during entire period of each care plan in terms of functional health improvement, care plan implementation, and billing. Patient Relationship Management Concept PRM is based on a simple concept o
There’s a good reason for it. It is often the most cost effective tactic you can use to generate leads, build the image of the company, and create credibility that helps you close more sales. Best of all, it’s possible to do it on a shoestring budget, if you’re a capital-challenged startup company.
Not For Every Situation
But of course, an active PR campaign isn’t appropriate for every company, at every point in time. It’s very important to make sure that the company has its “house in order” prior to starting a PR campaign. This cautionary note fits into the category of you “only get one chance to make a first impression.” So let’s start by outlining when it’s NOT a good time to start a PR campaign:
1) The Product isn’t finished
2) The Product is buggy
3) No good public spokesman in the company, or one hasn’t been decided on yet
4) No website
5) No marketing literature
6) No users yet (not even beta users)
The basic message here is that PR shouldn’t be started until the company and product are ready. Once you go out for PR, there’s no looking back. You can’t undo it. Maybe you’ve heard the old saying “There’s no such thing as bad PR”. Don’t believe it—it’s a lie! The only kind of PR that will help boost your business is good PR. Bad PR, and even so-so coverage, is to be avoided.
It's the News--Not the Product
In addition, it’s not really possible to do a “small PR campaign”. You can’t test PR like many other marketing programs. It isn’t advisable to go out to a couple of publications with a press release to “test the water”, and see if you get some positive coverage. The problem is that once you do that, your important announcement is no longer “news” to other publications that may have provided coverage. You see, the “product” that publications are interesting in getting from you is THE NEWS ITSELF. Once it’s published in another publication, it’s no longer newsworthy to others. Press Releases are as fragile an asset to your company, as a seat on a particular flight is to an airline. They aren’t static assets, but time-sensitive opportunities to promote your company.
So when you decide to go out with news, you need to go out big. Go out as big as you can afford to, anyway. News needs to be timed to hit all relevant publications at the same time. This is a bit challenging, since you may have relevant publications that are weeklies, monthlies and even websites where the news might posted near real-time. The technique you use to ensure it hits all at the same time is to send your release to the long lead-time pubs first, but “embargo” the release until the general release date. If you are dealing with legitimate journals, they will respect the embargo and won’t publish the news until your official release date.
When PR Makes Sense
So when should you use PR as part of your marketing mix?
1) When announcing the formation of a new company
2) New Product Announcement, assuming the product is “fully cooked”
3) Major new customer acquisitions (assuming it doesn’t need to be secret for some reason)
4) Senior Employees joining the company (new CEO, VP Marketing, etc)
5) New Partnership or Alliance
These are the major reasons that you would put out a press release for marketing reasons, although I’m sure you can think of more. Public companies will often have a greater flow of releases, because they are dealing with a dual purpose of ma
The fight for your customer’s attention at a tradeshow has never been so intense. Budget cutbacks in the travel sector means that buyers spend less time than ever at shows. To make the most of their time, they pre-plan their agendas and do their best to stick to them. The rules of the game are forever changed.Since so many buyers are on a tight schedule – frequently, they’re only at the show for a day – they’re no longer there to window shop or go bargain hunting. The good news is that they’re there to “buy” – the bad news is that if you’re not on their A-list, you may not get the chance to pitch them. But a well-designed tradeshow booth can change their minds – with the right presentation, you can make sure they “see” you, whether they planned to or not.Think Outside the BoothWhen designing your booth it’s important to think about the impression you make from a distance. Focus
1) The Product isn’t finished
2) The Product is buggy
3) No good public spokesman in the company, or one hasn’t been decided on yet
4) No website
5) No marketing literature
6) No users yet (not even beta users)
The basic message here is that PR shouldn’t be started until the company and product are ready. Once you go out for PR, there’s no looking back. You can’t undo it. Maybe you’ve heard the old saying “There’s no such thing as bad PR”. Don’t believe it—it’s a lie! The only kind of PR that will help boost your business is good PR. Bad PR, and even so-so coverage, is to be avoided.
It's the News--Not the Product
In addition, it’s not really possible to do a “small PR campaign”. You can’t test PR like many other marketing programs. It isn’t advisable to go out to a couple of publications with a press release to “test the water”, and see if you get some positive coverage. The problem is that once you do that, your important announcement is no longer “news” to other publications that may have provided coverage. You see, the “product” that publications are interesting in getting from you is THE NEWS ITSELF. Once it’s published in another publication, it’s no longer newsworthy to others. Press Releases are as fragile an asset to your company, as a seat on a particular flight is to an airline. They aren’t static assets, but time-sensitive opportunities to promote your company.
So when you decide to go out with news, you need to go out big. Go out as big as you can afford to, anyway. News needs to be timed to hit all relevant publications at the same time. This is a bit challenging, since you may have relevant publications that are weeklies, monthlies and even websites where the news might posted near real-time. The technique you use to ensure it hits all at the same time is to send your release to the long lead-time pubs first, but “embargo” the release until the general release date. If you are dealing with legitimate journals, they will respect the embargo and won’t publish the news until your official release date.
When PR Makes Sense
So when should you use PR as part of your marketing mix?
1) When announcing the formation of a new company
2) New Product Announcement, assuming the product is “fully cooked”
3) Major new customer acquisitions (assuming it doesn’t need to be secret for some reason)
4) Senior Employees joining the company (new CEO, VP Marketing, etc)
5) New Partnership or Alliance
These are the major reasons that you would put out a press release for marketing reasons, although I’m sure you can think of more. Public companies will often have a greater flow of releases, because they are dealing with a dual purpose of m
Trade show giveaways or promotional products are an excellent tool that can be used to help visitors and attendees remember your company after the trade show is finished. Proper use of promotional giveaways can increase lead generation at the show as well as boost the number of relevant phone calls you receive after the show. Unfortunately, many companies misuse promotional products at trade shows, and these companies end up looking unprofessional. You do not want your company to be remembered as the group who was more focused on their stress ball than on their products and services. In order to have a successful experience at your next trade show, you need to carefully plan to distribute meaningful, memorable trade show giveaways that will increase the return on your investment.Your giveaway items should not only fit in with your overall trade show marketing scheme, but they should be memorable
It's the News--Not the Product
In addition, it’s not really possible to do a “small PR campaign”. You can’t test PR like many other marketing programs. It isn’t advisable to go out to a couple of publications with a press release to “test the water”, and see if you get some positive coverage. The problem is that once you do that, your important announcement is no longer “news” to other publications that may have provided coverage. You see, the “product” that publications are interesting in getting from you is THE NEWS ITSELF. Once it’s published in another publication, it’s no longer newsworthy to others. Press Releases are as fragile an asset to your company, as a seat on a particular flight is to an airline. They aren’t static assets, but time-sensitive opportunities to promote your company.
So when you decide to go out with news, you need to go out big. Go out as big as you can afford to, anyway. News needs to be timed to hit all relevant publications at the same time. This is a bit challenging, since you may have relevant publications that are weeklies, monthlies and even websites where the news might posted near real-time. The technique you use to ensure it hits all at the same time is to send your release to the long lead-time pubs first, but “embargo” the release until the general release date. If you are dealing with legitimate journals, they will respect the embargo and won’t publish the news until your official release date.
When PR Makes Sense
So when should you use PR as part of your marketing mix?
1) When announcing the formation of a new company
2) New Product Announcement, assuming the product is “fully cooked”
3) Major new customer acquisitions (assuming it doesn’t need to be secret for some reason)
4) Senior Employees joining the company (new CEO, VP Marketing, etc)
5) New Partnership or Alliance
These are the major reasons that you would put out a press release for marketing reasons, although I’m sure you can think of more. Public companies will often have a greater flow of releases, because they are dealing with a dual purpose of m
Company loyalty is dead. That’s what we continuously hear. This crop of employees is not loyal to their company or to their boss. Have you ever experienced this: a key employee quits out of the blue for a “better” job and you wondered, how could she? Turnover is high in your organization and you thought, what’s wrong with these people?Loyalty is dead and study after study seems to confirm this. Today’s employees will have an average of nine different jobs in their career—nine different jobs! That’s a real change from that older generation of workers who joined the company and stayed long enough to get their pension and their gold watch. Those were the “good ole days.” What happened? Who killed company loyalty?Before we damn this generation of workers, consider this possibility. Maybe, just maybe, employers killed company loyalty. That’s right, employers killed loyalty. How could this happe
So when you decide to go out with news, you need to go out big. Go out as big as you can afford to, anyway. News needs to be timed to hit all relevant publications at the same time. This is a bit challenging, since you may have relevant publications that are weeklies, monthlies and even websites where the news might posted near real-time. The technique you use to ensure it hits all at the same time is to send your release to the long lead-time pubs first, but “embargo” the release until the general release date. If you are dealing with legitimate journals, they will respect the embargo and won’t publish the news until your official release date.
When PR Makes Sense
So when should you use PR as part of your marketing mix?
1) When announcing the formation of a new company
2) New Product Announcement, assuming the product is “fully cooked”
3) Major new customer acquisitions (assuming it doesn’t need to be secret for some reason)
4) Senior Employees joining the company (new CEO, VP Marketing, etc)
5) New Partnership or Alliance
These are the major reasons that you would put out a press release for marketing reasons, although I’m sure you can think of more. Public companies will often have a greater flow of releases, because they are dealing with a dual purpose of m
Is your mind muddy on marketing? Do you wake up each day and say, "I get to share myself and my great message with others" or do you say, " I have to market, or I will fail."Natural marketing refers to the action you take to get the word out about your service and product that rings true to your heart. It feels effortless without struggle, where ideas pop out, you lose track of time engaging in them, and you can't act on them fast enough! Natural marketing feels authentic and inspired.Unnatural marketing feels like your actions go against what feels true for you. It isn't what you like to do normally; it isn't what you can do easily. Using this tactic, you may feel bored, fearful, or ambivalent. You go through the motions, but a part of you resists. When resistances and doubts pop up you can be sure they affect every marketing decision that can lead to small gains or a large success. The
When PR Makes Sense
So when should you use PR as part of your marketing mix?
1) When announcing the formation of a new company
2) New Product Announcement, assuming the product is “fully cooked”
3) Major new customer acquisitions (assuming it doesn’t need to be secret for some reason)
4) Senior Employees joining the company (new CEO, VP Marketing, etc)
5) New Partnership or Alliance
These are the major reasons that you would put out a press release for marketing reasons, although I’m sure you can think of more. Public companies will often have a greater flow of releases, because they are dealing with a dual purpose of marketing and investor relations. This can often be problematic, but that’s a subject for another day.
One Size Doesn't Fit All
Other questions relate to the mechanics of producing and placing news with the media. Should you hire a PR firm? Should your marketing department handle it internally? Should you hire a dedicate resource to handle the PR function?
There are lots of ways to handle PR and still do it successfully. One size doesn’t fit all—it really depends upon the situation.
The first aspect to look at is your level of resources. PR is one of my preferred marketing activities, so I recommend that you don’t skimp in this area. But there are still situations where the money just isn’t available, for whatever reason. An outside PR firm can always be helpful, particularly if you’ve never been involved in a PR campaign before. But if you’re in a thinly funded startup company, don’t be deterred. To be successful in PR, it’s far more important to have REAL NEWS than it is to have a lot of money. (Of course, money doesn’t hurt!) So if you just can’t afford an outside or experienced PR assistance—do it yourself.
The second thing to consider, from a campaign implementation perspective, is “how big is your news”. If it’s solid, worthy of publication, but not earth shattering—maybe you can handle it internally. At most, maybe you need someone to help with the writing of the release itself, but the potential ink isn’t big enough to spend a lot of dollars attempting to place it. If on the other hand the news is big stuff (with a corresponding large potential payoff), it’s really a good idea to hire an outside firm or an experienced inside resource, to maximize the potential.
Next, how big is your market? If you are in a large, horizontal market, with a large number of bigger publications—that points to the need for a more professional effort. Contacts with the editors are critical in this instance, and an experienced PR professional can be worth their cost many times over. If on the other hand your market is a small vertical niche, a PR professional may not be money well spent, particularly if you have a limited marketing budget. In this case you should be able to build and maintain good relationships with the limited number of editors and writers, who are working for the fewer trade journals covering your industry.
Another question, will the PR opportunity be ongoing? If you’re going to put out 2 press releases a year, how you go about staffing the function is very different, than if there are going to be 2 blockbuster releases each month. So the stage of growth of your company should also help guide your tactical PR implementation.
Lastly, what’s your business culture and style? Do you like to get the best outside experts and use them when you need them, or do you prefer to hire people with expertise as permanent members of y
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